Instagram Reels Influencing Nearly Half of Purchase Decisions in India, Meta Study Claims

Video consumption in India is no longer concentrated in metropolitan cities, according to a new study commissioned by Meta Platforms. The report revealed that Reels, Instagram’s short-form video content, is playing a growing role in content discovery, creator engagement, and even purchase decisions. As per the company, daily video engagement on its platforms has become almost identical across metro cities, tier-2 and tier-3 towns, and rural India, hinting towards a narrowing gap in video consumption between urban and rural areas.